Roisin O’Sullivan, Madrid Office, Board Bia – Irish Food Board

To celebrate the week that’s in it, Nielsen in Spain conducted the recent research “Consumo con Orgullo” (Consume with Pride) which delves a little deeper into the consumer habits of the LGBTI+ community and where they may differ from that of Heterosexuals.

This research, the first of its kind that Nielsen have carried out, was published just days before Madrid hosts this year’s World Pride celebrations. It states that the LGBTI+ group represent 10% of the total Spanish population (45% bisexuals, 19% lesbians and 17% gays). These consumers buy 40% more premium products than heterosexuals and prefer manufacturer brands to private label. They are more aware of product labels and the nutritional information on packaging (+39%) and prefer to purchase everything in the same store. Convenience is key to them. Furthermore, the LGBTI+ consumers tend to buy more online than heterosexuals (especially the gay community; with 67% logging on to do their shopping).

The LGBTI+ community are extremely health conscious, consuming organic produce up to 4 times per week. They buy nearly double the lactose free, gluten free, energy bars, seed mixes, vegetable milks, nutritional and protein supplements and fortified products that heterosexual consumers do. In relation to drinks produce, they consume 24% more spirits, 20% more energy drinks and 33% more of isotonic drinks than heterosexual consumers.

According to this research, marketing specialists suggest that brands are not “connecting” with these consumers mainly because their communication and advertising campaigns don´t consider the LGBTI+ community. These consumers are sybarite and "early adopters” of new trends, showing an interest for indulgence and luxury and buy more imported products than heterosexual consumers – something which could be taken into account for any foreign company looking to export into Spain.

For more information please contact roisin.osullivan@bordbia.ie